Chapter 4

Question 1

Market research ethics

Answer 1

Taking an ethical and aboveboard approach to conducting market research that does no harm to the participant in the process of conducting the research.

Question 2

Database

Answer 2

An organized collection (often electronic) of data that can be searched and queried to provide information about contacts, products, customers, inventory, and more.

Question 3

Marketing information system (MIS)

Answer 3

A process that first determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to system users.

Question 4

Intranet

Answer 4

An internal corporate communication network that uses Internet technology to link company departments, employees, and databases.

Question 5

Market intelligence system

Answer 5

A method by which marketers get information about everyday happenings in the marketing environment.

Question 6

Reverse engineering

Answer 6

The process of physically deconstructing a competitors product to determine how it’s put together.

Question 7

Market research

Answer 7

The process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment in order to improve marketing effectiveness.

Question 8

Syndicated research

Answer 8

Research by firms that collect data on regular basis and sell the reports to multiple firms.

Question 9

Marketing decision support system(MDSS)

Answer 9

The data, analysis software, and interactive software that allows managers to conduct analyses and find the information they need.

Question 10

Data

Answer 10

Raw, unorganized facts that need to be processed.

Question 11

Information

Answer 11

Interpreted data.

Question 12

Customer insights

Answer 12

The collection, deployment, and interpretation of information that allows a business to acquire, develop, and retain their customers.

Question 13

Research design

Answer 13

A plan that specifies what information marketers will collect and what type of study they will do.

Question 14

Secondary data

Answer 14

Data that has been collected for some purpose other than the problem at hand.

Question 15

Primary data

Answer 15

Data from research conducted to help make a specific decision.

Question 16

Exploratory research

Answer 16

A technique that marketers use to generate insights for future, more rigorous studies.

Question 17

Focus group

Answer 17

A product-oriented discussion among a small group of customers led by a trained moderator.

Question 18

Case study

Answer 18

A comprehensive examination of a particular firm or organization

Question 19

Ethnography

Answer 19

An approach to research based on observations of people in their own homes or communities.

Question 20

Descriptive research

Answer 20

A tool that probes more systematically into the problem and bases its conclusions on large numbers of observations.

Question 21

Cross-sectional design

Answer 21

A type of descriptive technique that involves the systematic collection of quantitative information.

Question 22

Longitudinal design

Answer 22

A technique that tracks the responses of the same sample of respondents over time.

Question 23

Causal research

Answer 23

A technique that attempts to understand cause-and-effect relationships.

Question 24

Experiments

Answer 24

A technique that tests predicted relationships among variables in a controlled environment.

Question 25

Neuromarketing

Answer 25

A type of brain research that uses technologies such as functional magnetic resonance imaging (fMRI) to measure brain activity to better understand why consumers make the decisions they do.

Question 26

Telemarketing

Answer 26

The use of the telephone to sell directly to consumers and business customers.

Question 27

Mall intercept

Answer 27

A study in which researchers recruit shoppers in malls or other public areas.

Question 28

Unobtrusive measure

Answer 28

Measuring traces of physical evidence that remains after some action has been taken.

Question 29

Cookies

Answer 29

Text files inserted by website sponsor into a Web surfer’s hard drive that allows the site to track the surfer’s moves.

Question 30

Predictive technology

Answer 30

Analysis techniques that use shopping patterns of large numbers of people to determine which products are likely to be purchased if others are.

Question 31

Bounce rate

Answer 31

A marketing metric for analyzing website traffic. It represents the percentage of visitors who enter the site and “bounce” rather than continuing viewing other pages within the same overall site.

Question 32

Bounce rate formula

Answer 32

total number of visitors viewing one page only divided by total entries to the web page

Question 33

Validity

Answer 33

The extent to which research actually measures what it was intended to measure

Question 34

Representativeness

Answer 34

The extent to which consumers in a study are similar to a larger group in which the organization has an interest.

Question 35

Reliability

Answer 35

The extent to which research measurement techniques are free of errors

Question 36

Sampling

Answer 36

The process of selecting respondents for a study.

Question 37

Probability sample

Answer 37

A sample in which each member of the population has some known chance of being included.

Question 38

Non-probability sample

Answer 38

A sample in which personal judgement is used to select respondents.

Question 39

Convenience sample

Answer 39

A nonprobability sample composed of individuals who just happen to be available when and where the data is being collected.

Question 40

Back-translation

Answer 40

The process of translating material to a foreign language and then back to the original language.